Coffee tastes better in Europe.
It could be how it’s brewed.
But I think the real reason is the coffee culture.
In Europe, coffee is savoured, not a rapidly consumed on-the-go beverage.
There is a different vibe when you have coffee at a cafe in Europe than in North America.
You feel the difference; relaxed versus fast-paced.
It is an example of how the best purchases are underpinned by emotions and experiences delivered by a product.
The product (e.g. coffee) may be the same but other factors change the dynamic.
Coffee in Europe is a reminder that how a product makes you feel matters to stand out from the crowd.